Disney ver 2.3

Marketing Strategy for Disneyland International Expansion[BUSS412] International Marketing

Case : Disneyland in HongKong

Contents

1. Case Summary

3. Challenges

4. Suggestion

2. Marketing Strategy

"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertain-ment and information. Using our portfolio of brands to dif-ferentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."

Disney Corporation Mis-sion / Vision Statement

01Disney Land

• California, USA• Opened in 1955

Differentiated Entrance will be shown: guests will enter through a lush 11-acre area featuring water and trees, where they will be greeted by costumed characters

Disney’s biggest castle will be existed.

01DisneyWorld

Florida, USA Opened in 1971

Disney Sea

02Your Text Here

The first Disney theme park to open outside the

United States consisting of seven principal areas

02Disney Resort

Tokyo Disneyland is the exact replica of the American park except some basic lo-calization such as having Japanese signage and local foods⇒Due to the Craving for American Culture by the Japanese people, it proved to be a big success from the beginning.

96% of visitors were Japanese(2007)73% of visitors were female (2007)

The first Disney theme park to open outside the United States consisting of seven principal areas : Adventureland, Critter Country, Fantasyland, To-morrowland, Toontown, Westernland and World Bazaar

Paris, France

How government reactedto Disneyland?Extension of Paris railway to the park ($350M)Making cheap land available to build the parkLending Disney 22% of the funds necessary to buildDisney being the largest shareholder with 49% of the sharesmanagement fee and royalty payments

Who is responsible for man-aging the Disneyland?Euro Disney S.C.A. and its subsidiaries operate Dis-neyland Parismanages and has a 40% equity interest in Euro Disney S.C.ADisney S.C.A. is required to pay royalties and man-agement fees to the Company based on the operating performance of the resort

02Euro Disney

Problems in France

Former critical views by FrenchDiscontent with no alcohol policyWorrying cultural imperialism

Exchange rate fluctuations dis-couraged other European visi-tors

Cold weather (geographical problem)

03Your Text Here

The first Disney theme park to open outside the

United States consisting of seven principal areas

Disneyland will bring about a change in the at-mosphere, the one with international brand identity and different cultural background.

“We have a special opportunity to build a resort that reflects everything we have learned from our vari-ous parks around the world,”

Mr. Iger (CEO of Disneyland)

Thank you for listening